Johnny Depp's "Alice Through the Looking Glass" bombed over the Memorial Day weekend with just $28.1 million through Sunday in North American theaters, while "X-Men: Apocalypse" debuted on top with an estimated $65 million.

The anticipated showdown of the two big-budget films turned out to be little contest for 20th Century Fox's latest "X-Men" installment. Both films were lambasted by critics, and neither drew the audience many expected over the holiday weekend.

Paul Dergarabedian, senior media analyst for comScore, said it was difficult to quantify how much the fortunes of Disney's "Alice Through the Looking Glass" turned Friday afternoon when news of Heard's allegations spread.

Disney estimates that the film, which cost $170 million to produce, will gross $35.6 million over the four-day weekend.

It's a staggering fall for a sequel that returned Depp — one of Hollywood's biggest stars, albeit with a recently checkered box-office history — as the Mad Hatter. "Alice in Wonderland," featuring then-novel 3-D, made more than $1 billion worldwide in 2010 after opening with $116 million domestically.

"It's a disappointing result," said Dave Hollis, distribution chief for Disney. "We have embarked on a branded tent-pole strategy that makes big bets. But when you make big bets, there are times when you have results that are disappointing."

Hollis declined to speculate on the impact the allegations against Depp had on the film's opening.

It's a rare blip for Disney, which is already crossing $4 billion in ticket sales in 2016 — a record pace buoyed by hits like "Zootopia," ''The Jungle Book" and "Captain America: Civil War."

Cast members Sacha Baron Cohen, Mia Wasikowska, Anne Hathaway and Johnny Depp pose at the premiere of "Alice Through the Looking Glass" at El Capitan theatre on May 23, 2016.Mario Anzuoni / Reuters

The flop of "Alice" made "X-Men: Apocalypse" look comparatively steady. But the seventh "X-Men" installment opened well below the $90.8 million debut of 2014's "X-Men: Days of Future Past" or the $132.4 million bow of February's "X-Men" spin-off "Deadpool."

Fox had looked to keep expectations in check for the film, directed by Bryan Singer. It stars "X-Men" regulars Michael Fassbender, Jennifer Lawrence and others, but it introduces a number of newcomers, including Oscar Isaac, Tye Sheridan and Olivia Munn.

Overall business over the weekend, according to comScore, was up about 5 percent from Memorial Day last year when Disney's "Tomorrowland" bombed with $33 million. Boosting ticket sales were a handful of holdovers.

The family-friendly video-game adaptation "The Angry Birds Movie" grossed $18.7 million in its second weekend, good enough for third place. "Captain America: Civil War" followed with $15.1 million in its fourth weekend. (It has passed $1.1 billion globally.) And the R-rated comedy "Neighbors: Sorority Rising" came in fifth with $9.1 million in its second week.

Estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to comScore. Where available, the latest international numbers for Friday through Sunday are also included. Final four-day domestic figures will be released Tuesday.